consumer healthcare trends 2015...i search information on the internet, or go to webtretho.com to...
TRANSCRIPT
1
Consumer healthcare trends 2015
1
Changing consumer landscape 3
What will drive growth for healthcare? 9
Attitudes towards healthcare 18
Prevalence, treatments and influence 24
The marketing budget dilemma 31
Key opportunities 33
2
Contents
Part
Changing consumer landscape
3
4
US$175 billion economy
91 million people
7.5 million households =>US$400
52% urban adults banked
US$1.9 billion advertising spend
US$1,923 GDP per person
37 million motorbikes
45% internet penetration
145,000 new cars in 2014
69% urban adult mobile penetration (4 in 10 smart)
24 million households
16 million rural households
2000 rapid accession to 2010 then a struggle to 2015
US$27.5 billion economy
0.54m ABC households in 6 cites =>US$300
3.5m ABC consumers in 6 cities
US$108m advertising spend
US$351 GDP per person
2.6m ABC consumers in 6 cities
0.78m ABC households in 6 cites =>US$500
US$740m advertising spend
US$79 billion economy
US$902 GDP per person
87 million people 78 million people 91 million people
US$175 billion economy
US$1,923 GDP per person
US$1.9bn advertising spend
3.7m ABC consumers in 6 cities
0.88m ABC households in 6 cites =>US$700
5
2000 rapid accession to 2010 then a struggle to 2015
0.54m ABC households in 6 cites =>US$300
0.78m ABC households in 6 cites =>US$500
0.88m ABC households in 6 cites =>US$700
Expectations not met
6
The family Nguyen - how this shapes who we are
Youth translate
the consumer
world for their
parents
Progressive
and
entrepreneurial
Happiness is
money
Confused and
frustrated Desperate to
express myself
Thirst for
edutainment
Success is
imbued in pride
Success
through the
eyes of my
child
7
Afflunenza
Fast shifting social trends
“Nowadays freedom is an excuse for doing whatever one wants without thinking about others; women
want careers rather than families, men spend more time out of home, drinking and enjoying with their
friends, more than contributing to their families, women are freer with their favours and couples find
it easier to divorce without thinking of what they are doing to their families and children…”
Phuong 30 years old, from HCMC
8
9
What will drive strong growth for healthcare?
9
10
Traditional remedies vs. modern medicine expenditure
40% to modern
medicine
60% to traditional remedies
62 million people
47% <30 years
16 million households
3.5 million =>US$400/household
2025
60 million people
38% <30 years
18 million households
29 million people
45% <30 years
8 million households
4 million =>US$400/household
2025
36 million people
36% <30 years
13 million households
11
Urbanisation and smaller households
12
Aware of what could be….
Increasing opportunities (commercial, education and travel)
Community to individual gratification.
Always out of home. Thirst for edutainment.
Happiness defined as money.
Conflicted and frustrated
Emerging gender equality & changing roles
in society.
Change in parenting .
From extended to nuclear families.
Modern day working ethos.
Divorce acceptable.
Urban lifestyles
13
Sources of health awareness
1 TVC
2 Internet (online newspaper, forum, search engine, etc…)
3 Public health center (Ward health station, District PMC, etc)
4 HCP recommendation
5 Other media; newspaper, radio, etc.
I search information on the internet, or go to webtretho.com to ask other moms, whether they have same issues
as me. Mum in HCMC
Patients have heard about this medicine in the media, then they ask me about the efficacy, price and even dosage.
Pediatrician in HCMC
Patients today proactively ask about
treatment choices, advantages of
different medicines and tests available. Oncologist in Hanoi
Consumer health awareness evolves rapidly
From personal care to food growing tide for;
1. Balance
2. Natural
3. Authentic (origin)
15
Healthy marketing propositions explode
Wellness marketing behind many growth brands.
Korean soaps and K Pop defining beauty for men and women alike.
16
Healthy marketing propositions explode
In 2014 there were 321 different pharma TVC executions.
87% were from local pharma companies.
Pharma TVCs comprised of 16% from all TVC executions.
17
Local pharma explosion in TVCs
Part
Attitudes toward healthcare
18
19
Top 3 concerns in life
Job
Economy
Health
Cimigo Healthcare March 2015 – 18-50 years in urban. N=350
Why health matters?
Energy to work
Achieve personal goals Not become burden for family
Balance body and mind
Wish to KNOW more and DO more to enhance health
20
21
Top health concerns in 2015
Versus 2010
Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Cancer
Poor eyesight
Respiratory health (lungs, throat, nose)
Dental health (teeth and gums)
Digestive and gut health
Blood pressure
Stress
Fertility health
Contaminated food
Skin problems (dry, dark, pimples)
Being over weight
Diabetes
Joint health and flexibility
Bone strength
Liver/ gall
Heart disease
Male/ Female hormone
22
Actions taken to promote health
Do exercise
more often (56%)
Healthy food and
drink intake (52%)
Good work-life balance (47%)
Be happy (42%)
Good living
conditions (33%)
Avoiding pollution
(21%)
Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Beliefs toward heath maintenance
1. Eat healthy food 2. Sleep 8 hour/ night 3. Do exercise 4. Annual check up
5. Take vitamins 6. Get vaccination 7. Take traditional remedy 8. Protect hygiene
23 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
24
Prevalence, treatments and influence
24
50
67
45
79
37
61
80
59
90
60
Had a health check up at a hospital or clinic
Fallen ill and visited a pharmacy
Fallen ill and visited a doctor
Taken modern medicine
Taken traditional remedy
Diagnosis and therapy in past 6 months Note: Survey seasons differ so seasonal effects occur
2010
2015
Modern medicine stronger. But traditional remedies grow over time.
25
Never for traditional 2010 34% 2015 13%
Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Traditional remedies prevalent
29
18
13
5
3
6
6
8
3
7
7
8
4
4
4
14
7
16
9
6
9
9
12
15
9
8
8
6
9
7
13
17
4
19
19
13
11
6
3
5
5
3
7
5
5
56
42
33
33
28
28
26
25
22
21
19
18
18
17
16
Cold, cough, flu and fever remedies
Antibiotic remedy
Acne / skin complexion remedy
Vitmin supplements
Anti–inflammatory remedy
Eye health
Nose-mouth-throat health
Digestive health
Anit aging remedy
Antiseptic remedy
Anti acid remedy
Allergy remedy
Liver health
Bone - joint health
Pain remedy
Both Traditional remedy only Modern medicine only Total
26 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Prevalence of remedies used in past 6 months
Traditional remedies prevalent
2
7
3
2
1
2
2
1
2
4
2
5
3
3
2
10
6
9
8
9
7
8
5
6
5
4
4
4
5
6
3
2
2
4
3
4
2
5
4
3
4
1
3
2
2
15
15
14
14
13
13
12
11
11
11
10
10
10
9
9
Libido remedy
Blood pressure health
Respiratory health
Ulcer remedy
Antioxidants / detoxifying remedy
Gall stone remedy
Hair colour / loss remedy
Concentration and memory remedy
Antifungal remedy
Fertility health
Gynaecological health
Dementia remedy
Mineral supplements
Arthritis remedy
Immunity health
Both Traditional remedy only Modern medicine only Total
27 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Prevalence of remedies used in past 6 months
Traditional remedies prevalent
1
1
1
0
0
1
1
1
1
1
1
1
1
1
0
5
5
5
3
6
5
5
5
1
2
2
2
1
3
0
4
4
4
5
1
2
1
1
3
1
0
1
2
0
1
9
9
9
8
8
8
7
6
5
4
4
4
4
4
1
Heart burn remedy
Obseity remedy
Stress remedy
Antiviral remedy
Cholesterol remedy
Heart health
Diabetes remedy
Insomnia remedy
Hearing health
Weight control remedy
Prostrate health
Menpause symptoms
Ovarian health
Virility remedy
Hormone health
Both Traditional remedy only Modern medicine only Total
28 Cimigo Healthcare March 2015 – 18-50 years in urban. N=370
Prevalence of remedies used in past 6 months
29
Attitudes to treatments
Care more about product origin
Proactive look for information Pay more to get better service
Green power
Seeking for convenience
Child protection key
30
Influenced by pharmacist
Know the brand before go to pharmacy
Trust and follow doctor
Repeat old prescriptions Prefer foreign for modern medicine
Sacrifice for kids
Attitudes to treatments
31
Influenced by pharmacist Know the brand
before go to pharmacy Trust and follow doctor
The marketing budget dilemma….?
Weighted influence for not severe/chronic ailments Initial choice 28% 58% 14% Repeat choice 10% 72% 18%
Aforementioned only applies to urban Vietnam.
The local health care system is RURAL remains KING.
Rural consumers remain reactive unlike proactive urbanites.
Rural consumers place great import on HCPs and in particular the public district medical centres.
32
A side note: Local heath care system remains King in rural
Part
Key opportunities
33
Potential for share of spend gain from traditional remedies to modern medicine. Traditional remedies dominate spend. Above the line marketing dominated by local pharma with propositions for traditional remedies.
Increased health awareness. Better patient awareness, online information search and even compliance with prescribed treatments.
Key contributors to increased health awareness; 1) healthy marketing platforms for pharma, food and beverages, 2) an explosion in local pharma communication on TV and 3) online resources for consumers.
34
So what will drive strong growth in healthcare?
1
2
3
Urbanisation and changing urban lifestyles.
Increasing patient power in treatment choice (even ethical). Shifting influence from doctors to self and pharmacists (non chronic).
Rural awareness and accessibility (affordable and available). Local health care system is RURAL remains KING. Rural consumers remain reactive, placing great import on HCPs and in particular the public district medical centres.
35
So what will drive strong growth in healthcare?
4
5
6
36
Thank you
www.cimigo.com
36